“It’s the first impression your patrons will have of your space or business. Before they’ve even tasted the food, they’ll make a judgment about the design and comfort level,” says Andrea Beecher cofounder and designer at Salt Lake City-based M3LD. “Carefully considered design will help reinforce your story or brand and, as a restaurant, help drive business.”

Proper air conditioning is also essential to any restaurant design. Nothing will turn patrons away faster than a non-air conditioned dining room in the middle of a summer heat wave. It may be tempting to skimp in this area, but in the end, poor ventilation and air conditioning can cost you a lot more in lost sales.

And it can even mean saving money, Ruben says.

Even if you’ve nailed down flow, aesthetics and acoustics, there are still ways to provide something out of the ordinary that attracts customer attention. Dennis Decker, brand manager of Harlem Shake, a burger and shake concept in Harlem, New York, suggests the following: An extra storage area for supplies. Plugs for cell phones by tables and counters, and enough plugs for events. Coat hooks and hooks under counters for purses and backpacks. Clear spaces for purses in bathrooms.